Trade show attendance rebounds: Prepare for increased competition

May 03, 2012

The Center for Exhibition Research recently announced that after three consecutive years of decline, trade shows saw a higher than projected rebound of 2.7% in 2011. While the exciting news has everyone rejoicing, the turnaround can also present a challenge for exhibitors.

In a down economy, competition decreases and it is easier to grab attention with a well-constructed display. But with continued growth projected for 2012, exhibitors have little to no room for error … making it more important than ever to have a comprehensive “gang box”—your go-to kit for the unexpected.

Here are a few suggestions for adding value to your all-encompassing kit, so you’re not left in the lurch or scrambling to find a power strip the last minute:

The right toolsNearly every trade show veteran can share a horror story about one thing or another falling. Bring a variety of adhesives and fasteners. You may not use the Velcro®, cable ties, glue stick, or artists’ spray mount every time, but it’s pretty much guaranteed to come in handy at some point.

With space in the booth an ever-present issue, it is wise to pack a variety of multi-purpose tools, such as a Phillips/flathead screwdriver or a ruler/level for mounting graphic displays. Alternatively, include a compact, pre-assembled tool kit in the gang box so a quick visual inventory can be conducted between shows. Have these and your other gang box components imprinted to ensure they are less likely to “walk away” accidentally on the trade show floor.

The lay of the landSome people have an intrinsic sense of direction while others rely heavily on GPS; either way, it’s crucial to be knowledgeable on the immediate area surrounding the convention center and the host city. Send the sales team information pertaining to the nearest FedEx Office® or Home Depot® for emergencies, and bars or restaurants for impromptu happy hours.

The technology curseWhen travelling, it’s especially easy to leave things behind. To ensure that all equipment will work properly, keep spare chargers, HDMI cables and adapters on hand. Don’t forget surge protectors and extension cords. Don’t negate working technology coupled with corrupt presentations: Bring an additional copy of sales presentations on USB drives for yourself and to hand out as promotional items.

Taking care of the sales teamRunning around at the last minute can leave staff with a not-so-presentable feeling, so it’s important to provide the right items for staff to refresh themselves. Supply the team with combs, breath mints, deodorant or even shoe inserts to cushion their tired feet. These back-ups are especially helpful if the airline loses luggage and the breath mints can be used as giveaways—killing two birds with one stone!

It is just as important to care for the well-being of the sales team. Standing, smiling and networking all day can take its toll on the overall psyche of even the best employees. Keep a cache of ibuprofen and acetaminophen readily available in a compact first aid kit.

Draw notice from the positive aspects of your display, not from being ill-equipped for Murphy’s Law. A fully loaded gang box will reduce unneeded stresses and restore focus to the reason for coming to the show: gaining new business.

1: Amtrak Day
1: Batman Day
1: Beltaine
1: Childhood Depression Awareness Day
1: Executive Coaching Day
1: Keep Kids Alive! Drive 25 Day
1: Law Day
1: Lei Day
1: Loyalty Day
1: May Day
1: Mother Goose Day
1: National Dance Day
1: New Homeowner’s Day
1: School Principals’ Day
1: Silver Star Day
1: Stepmother’s Day
1: World Laughter Day
2: Great American Grump Out
2: National Play Your Ukulele Day
2: Roberts Rule of Order Day
3: Garden Meditation Day
3: Lumpy Rug Day
3: National Day of Prayer
3: National Day of Reason
3: National Two Different Colored Shoes Day
3: Paranormal Day
3: Public Radio Day
3: World Press Freedom Day
4: Intergalactic Star Wars Day
4: National Day to Prevent Teen Pregnancy
4: Tuba Day
4: Respect for Chickens Day
4: Star Wars Day
5: Armed Forces Day Military – Amateur Crossband Communication
5: Cartoonists Day
5: Childhood Stroke Awareness Day
5: Join Hands Day
5: Kentucky Derby
5: National Homebrew Day
5: National Scrapbooking Day
5: Space Day
5: Totally Chipotle Day
5: Cinco de Mayo
5: International Midwives Day
5: Free Comic Book Day
6: Buddha Day
6: Joseph Brackett Day
6: No Diet Day
6: No Homework Day
6: Nurses Day
6: Occupational Safety and Health Professional’s Day
6: World Laughter Day
6: International Babylost Mother’s Day
6: Motorcycle Mass and Blessing of the Bike Day
6: National Infertility Day
7: Accountant’s Day or Accounting Day
7: Bladder Cancer Awareness Day
7: Childhood Mental Health Awareness Day
7: Melanoma Monday
7: National Teacher Day

8: No Socks day
8-9: Time of Remembrance and Reconciliation for those who Lost Their Lives During the Second World War
8-9: Second World War
8: VE Day
8: World Red Cross Day
9: Donate a Day’s Wages to Charity Day
9: National School Nurses Day
9: National Night Shift Workers Day
9: National Third Shift Workers Day
9: Receptionist Day
10: Lag B’Omer
10: Lupus Day
10: Windmill Day
11: Ascension Day
11: Eat what you Want Day
11: Child Care Provider Day
11: Military Spouse Appreciation Day
12: Birthmother’s Day
12: Hug your Cat Day
12: Limerick Day
12: Mother Ocean Day
12: National Babysitter’s Day
12: National Miniature Golf Day
12: National Nutty Fudge Day
12: Odometer Day
12: International Migratory Bird Day
12: Letter Carrier’s Food Drive Day
12: National Windmill Day
12: Stay Up All Night Day
12: National Train Day
12: World Belly Dancer Day
12: World Fair Trade Day
13: Frog Jumping Day
13: Mother’s Day
13: Rogation Sunday
13: Rural Life Sunday Day
14: Mothers at the Wall Day
14: National Chicken Dance Day
14: The Stars and Stripes Forever Day
14: Underground America Day
15: International Day of Families
15: National Chocolate Chip Day
15: National Safety Dose Day
15: Nylon Stockings Day
15: Peace Officer Memorial Day
15: Straw Hat Day
16: Biographer’s Day
16: National Sea Monkey Day
16: National Employee Health and Fitness Day
16: Turn Beauty Inside Out Day
17: World Hypertension Day
17: World Information Society Day
17: World Telecommunications Day
17: Syttende Mai
18-20: Bats Day
18: Endangered Species Day
18: HIV Vaccine Awareness Day
18: International Museum Day
18: International Virtual Assistants Day
18: Mother Whistler Day
18: NASCAR Day
18: National Bike to Work Day

18: National Defense Transportation Day
18: National Pizza Party Day
18: Visit Your Relatives Day
19-20: Artichoke Day
19: Armed Forces Day
19: National Asian and Pacific Islander HIV/AIDS Awareness Day
19: Boys Club Day
19: May Ray Day
19-20: Mike, the Headless Chicken Day
19: O. Henry Pun-off Day
19: Preakness Stakes
20: Eliza Doolittle Day
20: Neighbor Day
20: Weights & Measures Day
21: American Red Cross Founder’s Day
21: End of the World or Rapture Party Day
21: I Need a Patch of That Day
21: National Endangered Species Day
21: National Wait Staff Day
21: Sister Maria Hummel Day
21: World Day for Cultural Diversity for Dialogue & Development
22: International Day for Biological Diversity
22: National Maritime Day
23: Declaration of the Bab Day
23: National Taffy Day
23: World Crohn’s and Colitis Day
23: World Turtle Day
24: Brother’s Day
24: International Tiara Day
24: Morse Code Day
25: Cookie Monster’s Birthday
25: National Missing Children’s Day
25: National Tap Dance Day
25: Nerd Pride Day or Geek Pride Day
25: Towel Day
25: National Wig Out Day
25: Old-Time Player Piano Day
26: International Jazz Day
26: Julie Pierpont Day
26: Amateur radio Military Appreciation Day
26: Shavout
26: Victoria Day
27: Cellophane Tape Day
27: Indianapolis 500
27: Pentecost
27: Whit Sunday
28: Sierra Club Day
28: Slugs Return to Capistrano Day28: Memorial Day
30: Prayer for Peace Memorial Day
28: Whit Monday
29: International Day of UN Peacekeepers
30: Loomis Day
30: National Senior Health and Fitness Day
30: World MS Day
31: Hug Your Cat Day
31: What you Think Upon Grows Day
31: World No-Tobacco Day

1-2: Donut Day
1: Heimlich Maneuver Day
1-3: Milk Days
1: National Go Barefoot Day
1-3: Positive Power of Humor and Creativity Days
1: Say Something Nice Day
1: Stand for Children Day
1: Leave the Office Early Day
2: National Bubba Day
2: National Cancer Survivors Day
2: National Running Day
2: National Tailors Day
2: Yell “Fudge” at the Cobras in North America Day
2: Drawing Day or Pencil Day
2: National Trails Day
3: Children’s Awareness Memorial Day
3: Chimborazo Day
4: Audacity to Hope Day
4: Do-Dah Day (Salute to Silliness)
4: International Day of Innocent Children Victims of Aggression
4: National Barefoot Day
5: Apple II Day
5: Hot Air Balloon Day
5: World Environment Day
6: D-Day
6: Drive-in Movie Day
6: National Tailors Day
7: Daniel Boone Day
7: VCR Day
8: 9: Banana Split Day
8: National Caribbean American HIV/AIDS Awareness Day
8: Upsy Daisy Day
8: World Ocean Day
9: Donald Duck Day
9: Belmont Stakes
9: International Young Eagles Day
9: The Wicket World of Croquet Day
10: Abused Women and Children’s Awareness Day
10: Alcoholics Anonymous (Founders) Day

10: Ball Point Pen Day
10: Children’s Sunday
10: Iced Tea Day
10: Multicultural American Child Awareness Day
10: Ride the Wind Day, Ride for Wind Day or World Wind Day
10: Race Unity Day
11: Corn on the Cob Day
12: Crowded Nest Awareness Day
12: Loving Day
13: Queen’s Official Birthday
14: Army’s Birthday
14: Career Nurse Assistants Day
14: Pause for the Pledge Day
14: (World) Blood Donor Day
14: Family History Day
14: Flag Day
15: Magna Carta Day
15: Native American Citizenship Day
15: Nature Photography Day
15: National Day of Prayer for Law Enforcement Officers
15: National Flip Flop Day
15: Work@home Father’s Day
15: World Elder Abuse Awareness Day
16: Bloomsday
16: Fudge Day
16: Isra Al Mi Raj
16: Ladies Day (Baseball)
16: Recess at Work Day
16: World Juggling Day
17: Husband Caregiver Day
17: Family Awareness Day
17: Father’s Day
17: Stewarts Root Beer Day
17: World Day to Combat Desertification and Drought
18: Ride to Work Day (Motorcycles)
18: International Sushi Day
19: Garfield the Cat Day
19: Juneteenth
19: World Sickle Cell Day
19: World Sauntering Day
20: American Eagle Day

20: World Refugee Day
20: Summer Solstice
20: National Daylight Appreciation Day
20: Ann & Samantha Day
21: Atheists Solidarity Day
21: Go Skateboarding Day
21: Recess at Work Day
21: World Handshake Day
21: World Humanist Day
22: Stupid Guy Thing Day
22: Take Your Dog to Work Day
22: Ugliest Dog Day
23-24: ARRL (American Radio Relay League) Field Day
23: Baby Boomer’s Recognition Day
23: Great American Backyard Campout
23: Let It Go Day
23: Public Service Day
24: America’s Kids Day
24: Descendants Day
24: Celebration of the Senses
24: International Fairy Day
24: Log Cabin Day
25: Color TV Day (CBS)
25: Please Take My Children To Work Day
26: International Day Against Drug Abuse and Illicit Trafficking
26: International Day in Support of Victims of Torture
26: National Columnists Day
27: Decide to be Married Day
27: “Happy Birthday to You” Day
27: Helen Keller Day
27: Industrial Workers of the World Day
27: National HIV Testing Day
28: Dump the Pump Day
28: National Bomb Pop Day
28: Hand Shake Day
30: Leap Second Time Adjustment Day
30: NOW (National Organization for Women)
30: Tour De France